Audi's New Commercials
by: Guest
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Finally
Audi of America has unveiled its new “Truth in engineering” campaign with its
two 15 second spots for the TT sportster that was launched recently and
scheduled for broadcast in the coming week.
The
spots are to be followed by a 30-second ad that will be launched on May 14. The
television ads are also going to be backed by traditional advertising such as
print ads in national newspapers, including the Wall Street Journal and The New
York Times which are due for release next week.
The
spots signify Audi’s effort to reposition itself in the
The new
campaign will begin with the TT and slowly expand with ads for the A4 and A6
sedans and then the Q7 SUV during the year.
The TT commercials for the TT are just teasers and are shown quickly.
They will also be shown exclusively during national primetime shows that are
watched by a large audience of appointment watchers that make use of DVR
technology.
The
shows in which the TT commercials will be shown include Desperate Housewives,
24, and the House. The DVR technology will enable viewers to play the
commercial in slow motion in order to better understand the message of the
commercial. The scheme is similar to the concept employed for past campaigns of
big companies such as Coca-Cola and GE which delivers hidden messages or
scrambled entertainment in an effort to attract the attention of viewers.
The
first TT ad will be titled”0.2 seconds”, it is named such because its duration
is also 2 seconds. The second TT teaser is called the “Moment” which asks the
viewer, “Do you have a moment?” before displaying a series of images and ends
with “Missed it…rewind”.
Another
spot for the A4 takes a nudge at the Lexus parking technology with its assist
the driver to ease into a tight spot.
The A4 ad shows a lush residential street with an open parking spot wherein
the A4 is parked between two luxury cars. The A4 rips down the street and tears
into the spot in a screech and then out the tagline that says, "The luxury
car for people who can park themselves."
The
campaign has not failed to feature a safety spot which has become mandatory for
all brands. Keogh added that the campaign is geared toward driving consumers
online which according to him where most customers go to start their purchase.
He also said that Audi will also be increasing its ad spend to further
strengthen and develop the brand’s identity in the
Audi
has been able to sell 29,134 vehicles which is a 15.2 percent increase from
last year. Last year the luxury unit of Volkswagen maker of best quality VW
radiators was able to record 90,116 cars, an 8.5 percent
increase over the previous year. The
brand is also dealing with new issues and revamps which will reach 19 starting
from January 2005.
About the Author
Benjamin Hudson works as a supervisor at one of the top engineering firms in the business district of Louisiana. He is also a freelance journalist and has passion for anything automotive.
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